What's the process to have 3PAS Ad Tags / 1x1 pixels implemented?

You can use the 3PAS implementation request form to send the request directly to our implementation team. The form has an option to attach mapping instructions/tag sheets and also contains an optional field to CC Account Manager(s). If you have a request for multiple AdWords Customer IDs or Campaigns, feel free to set up an Excel sheet with clear instructions and our team will handle this in one request. In a nutshell, once our implementation team receives a request, they will process it within 24 hours and either confirm implementation or report possible issues with the implementation.

The form is also used to have DoubleClick Campaign Manager (DCM) 1x1 Pixels and Ad Tags implemented.

What is 3rd Party Ad serving?

Third Party Ad Serving allows advertisers to traffic, track and report on ad campaigns across multiple publishers in one single interface. Advertisers are responsible for paying any additional serving fees associated with using 3rd party ad serving. A distinction is made between Third Party pixels and Third Party Ad Tags:


Pixel: An image that is 1 pixel wide by 1 pixel high that is placed on site-served creatives used for tracking purposes. It is most commonly used to track impressions but it can track other events, such as Views and Skips in TrueView ads. Common ways to address pixels are: 1x1, pixel, beacon, tracker.

Ad Tag: A small piece of HTML or JavaScript code that allows Google to request that an ad server serve an advertiser’s creative entirely when called. When implemented in AdWords, this results in the “Third Party Ad” type. The main difference between this and AdWords-created (site-served) ads is that ad will be hosted, served and reported by a third party rather than the AdWords system which opens us up to serving several new and exciting ad formats.

Real Time Bidding

This is a mechanism which helps to buy the inventory. It helps to bid each impression and bid as per the audience is selected. RTB can be considered as middle ware for DSP and SSP. The functions of the RTB as per the command passed through the DSP using by advertiser.

Real-Time Bidding protocol allows buyers to evaluate every impression in real time, then decide whether or not to bid, and what creative to deliver to the end user.

A real-time bidding pre-targeting campaign dictates the number of real-time bid requests a buyer will get.

Demand Site Platforms

It's a platform which provides advertisers ample advantages to buy inventory. Also, it helps to obtain access to multiple RTB exchanges through a single interface. It helps to purchase audiences (Collected from behavioral data, cookies and data exchanges) rather than specific websites. DSP is an interface which is generally used by Advertiser.

Additionally, DSP enables global ad frequency capping across the exchanges which improves campaign efficiency and user experience.

Who is Advertiser and Who is Publisher

Advertiser: Who generally spends their budget to display their advertise. They usually controls actual Product of service which is being advertised as they have the commands on it. They are also known as retailer or merchant. They can make revenue by Return on Investment by selling the advertising product.

Publisher: publishers are those people who earn revenue for showing ads on their website. Publishers advertises the actual product or services and drives the user to advertisers page to fill out the form or make purchase of the product. They earn revenue by publishing the advertisement.

Passing dynamic values from ad tags to DFA Data Transfer files

Passing dynamic values from ad tags to DFA Data Transfer files

Background on the u= parameter in Ad Tags for Data Transfer

The u= parameter is a string that is appended to the end of the ad tag to pass custom data to be tracked in Data Transfer files.

The most common use is to pass non-targeted key-value information into the reports by replicating the key-values from the request string. Web developers, who typically handle ad tags, will append the u= parameter to pass the dynamic key-value data.

Here are a few best practices for using the u= parameter:

1. The total key-value string (including the u= string) has a limit of 511 characters. The u= parameter section of the key-value string in the ad tag has a maximum of 255 characters within that.
2. The values are not parsed in the Data Transfer files, so they show up as one string, hence the flexibility of how you insert data. For example, you could use an underscore ("_") to delimit the information inside the u=.
3. U= parameter cannot include any reserved delimiters, including ( "=", ",", "|" or ";")
4. The u= parameter should be placed in the ad request as the last key-value, apart from the ord=[random] value, which should always be the last key-value in the string.
5. The "Site-Data" column captures the u= data in the Network Impression and Click files.

Example: If a trafficker wants to capture the key-values age=12 and gen=male in the u=, the tag will look like this:

http://ad.doubleclick.net/ad/site/zone;key=value;sz=728x90;u=age_12-gen_male;ord=1234567890?

How can I include the u= value in my Ad Tags?

For every Placement, include the u= value and placeholder in the "Additional Key-Values" field and instruct the publisher where they should pass the value in.

Steps:

• The "Additional Key-Values" field in the Placement allows you to add the u= value and a placeholder that will be included in the ad tag for that Placement.
• Click into the applicable Placement (or follow the steps below when creating your Placement)
• Add u=[Placeholder] in the "Additional Key-Values" field for each applicable Placement. (See the screenshot below for an example.)

Example DFA Ad Tags w/ u= value and dynamic value Placeholder

Example Standard Ad Tag:

HREF="http://ad-emea.doubleclick.net/jump/N2591.127182.CNNINTERNATIONAL/B7019024;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?">

<IMG SRC="http://ad-emea.doubleclick.net/ad/N2591.127182.CNNINTERNATIONAL/B7019024;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?" BORDER=0 WIDTH=160 HEIGHT=600 ALT="Advertisement">

Example iFrames/JavaScript Ad Tag:

<IFRAME SRC="http://ad-emea.doubleclick.net/adi/N2591.127182.CNNINTERNATIONAL/B7019024;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?" WIDTH=160 HEIGHT=600 MARGINWIDTH=0 MARGINHEIGHT=0 HSPACE=0 VSPACE=0 FRAMEBORDER=0 SCROLLING=no BORDERCOLOR='#000000'>

<NOSCRIPT>

HREF="http://ad-emea.doubleclick.net/jump/N2591.127182.CNNINTERNATIONAL/B7019024;abr=!ie4;abr=!ie5;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?">

<IMG SRC="http://ad-emea.doubleclick.net/ad/N2591.127182.CNNINTERNATIONAL/B7019024;abr=!ie4;abr=!ie5;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?" BORDER=0 WIDTH=160 HEIGHT=600 ALT="Advertisement">

</NOSCRIPT>

</IFRAME>

Example JavaScript Ad Tag:

<NOSCRIPT>

HREF="http://ad-emea.doubleclick.net/jump/N2591.127182.CNNINTERNATIONAL/B7019024;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?">

<IMG SRC="http://ad-emea.doubleclick.net/ad/N2591.127182.CNNINTERNATIONAL/B7019024;dcadv=3795928;sz=160x600;u=[BID_ATTR.bid_id];ord=[timestamp]?" BORDER=0 WIDTH=160 HEIGHT=600 ALT="Advertisement">

</NOSCRIPT>

Sharing Advertiser

Advertisers can be "shared". Shared Advertisers are built on a parent-child relationship. The child advertiser inherits the Floodlight configuration of the parent advertiser. To share Advertisers, click the Share button under the Floodlight Configuration tab.

Before sharing an Advertiser, please consider the following:

* To inherit the parent's Floodlight set-up, the child Advertiser must be empty. Advertisers with already existing Floodlight activities cannot be shared.

* Modifications to shared Floodlight tags can only be made in the parent Advertiser.

* Sharing cannot be undone.


In order to share a Floodlight tag configuration:

1) From the Advertiser's Tab, search for the child advertiser (the one inheriting the Floodlights).

2) Click on the child's "Floodlight Configuration" Tab

3) Press the [Share Advertiser] button

4) Search for the parent Advertiser (the advertiser that contains the main Floodlight configuration).

5) Select the parent advertiser and click Save.